Red brought in by RootMetrics to help it become consumer champion

The Red Consultancy has been taken on by mobile data company RootMetrics in an attempt to become a consumer champion for mobile users.

RootMetrics: Mobile signal on a map
RootMetrics: Mobile signal on a map

The Seattle-based company provides mapping services of mobile networks, allowing data speeds and signal strength to be compared among different providers.

Red’s role will be to run a joint b2c and b2b programme, raising awareness of a free smartphone application which is used to record coverage and performance data, while also highlighting the value of its regional performance reports to mobile operators.

Already well established in the US, RootMetrics works with all of the major US mobile carriers and anticipates a similar response from UK carriers.

The Red team will be led on a day-to-day basis by account director Pat Southwell, reporting to MD of the technology practice Paul Wooding.

‘As an independent company that is completely transparent in how it benchmarks operator performance, RootMetrics can become both a consumer champion and an invaluable partner to operators. We’re looking forward to helping the company achieve its potential.’

Jeremy Kuhn, director, international marketing at Rootmetrics, said: ‘We heard amazing ideas from several agencies in the pitch, but Red stood apart in its understanding of the totality of our business and its ability to translate that knowledge into inspiring creativity.’

The account was won after a five-way pitch and starts on 1 September.

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